Redefine the view on public transportation

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The brief

ÖstgötaTrafiken has a goal, given by Region Östergötland, to increase the public transport market share in comparison to cars. This goal has to balance with the goal of cost efficiency. One possible route might be to create a system which includes other transportation media, such as car pools, bikes and walking to form an attractive service offer, hence expanding public transportation to be something more than today.

The background

ÖstgötaTrafiken provides public transportation via buses, trains, trams and ferries. For service transportation there are also taxi cars and mini buses. There is a need to redefine the public transportation customer offer to a wider perspective. Over the coming years major construction projects in the city will challenge people to find new ways to get around. Linköping and Norrköping are densifying. Vehicles will have to use space more efficiently.

The problem

Society is experiencing increased congestion, environmental issues, inefficient use of resources, increasing need for travels. The growing number of cars has negative effects for travel time, both by car and by bus, especially in the cities of Linköping och Norrköping. Consider a public transportation offer for travels within a future Östergötland where you do not own your own car, have the need to travel and rely on an accurate and as short as possible travel time. How would this offer be designed to encourage people to choose public transportation and what parties would be involved?